Search Engine Marketing & Optimization Tools:
1. Sponsor's Message 5.
June 12th., 2002 Issue #194 ISSN 1444-2027
1. Sponsor's Message
Ninety-nine out of a hundred sites still don't get the order. Here's how to join the profitable 1%
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2. First Word
Thanks to all the WME readers who responded to our question of which format you would like WME delivered in. The answer, to 2 decimal places, was "all of the above"! Every possibility had a champion, every possibility had an enemy. We'll get back to you!
We've added three great new articles this week, and another free training course, this time on Sales and Selling. We hope you enjoy these, and the rest of this issue.
Thought For the Week: "If at first you don't succeed, destroy all evidence that you tried." ;o)
Tracking: Follow That Link!
The more active you get in sales and promotion, the more important it is to be able to track your results. How many people went to the download page? How many visitors did you send to that website? How many visitors did they send to you? Which ad. pulled the best? How many people read your article? How well does the same ad pull when it's run in different positions in your ezine?
If you're serious about marketing, you'll want to know the answer to these, and many other related questions. All you need is a good way of tracking them. You'll notice that we are using them more and more in WME. They help tell us what our readers enjoy most, and that's important to us. So, which method of tracking did WME chose?
We basically looked at two approaches. Firstly, we looked at hosted services, where the links are hosted on the service provider's site. You pay a small fee each month. Of this approach, Roibot is perhaps the best. But that's not the way we chose to go. Why?
Well, one of the problems with a hosted service, is that the links are to their site, not yours. You're locked in, and when you stop using the service, the links die. All those links you've spread across cyberspace for years, are dead! So, instead, we took the path of choosing a pay-once and own-it-forever product that created links to our site.
Imagine this situation. You've been an affiliate for a web hosting company for 3 years. You've got thousands of ads spread across cyberspace, and EternalHosting.com go belly up. All the ads carry your affiliate link to http://eternalhosting.com?1456, and now they're not worth a cracker! If you could go back and do it all over again, here would be a smart play...Buy a tracking program. Use it to produce the link that you use in the ads. It might be http://brightideas.com/cgi-bin/a/t.cgi?eh People clicking on the link are taken to your site, where the program redirects them to EternalHosting. When EternalHosting goes to meet its maker, you just change where the link points to. To your new webhosting affiliate link at http://www.HeavenlyHost.com, of course! Same link; different destination; continuing value. It makes sense!
And the program we chose (and, surprise!, whose affiliate program we joined)? It was no contest. AdTrackz came out tops in our comparison, and it's the one we use ourselves. You can learn about this powerful marketing tool for yourself, by following this AdTrackZ link! http://www.webmarketingezine.com/cgi-bin/a/t.cgi?atz This link takes you to the AdTrackZ site. If in the future, AdtrackZ fell off their perch, I could choose another worthy tracking program, and simply change the destination of that link. It could then send the traffic direct to the new site, or even to a page on my website that explained what was happening. It's a powerful concept, and AdTrackZ is a powerful tool.
(Disclosure: We are a member of the AdTrackZ Affiliate Program.)
What The Heck Is That File Extension?
For those who've led a sheltered life, file extensions are those one, two or three letter descriptors that follow the name of a file. Examples would be lifestory.doc , or bill_smith.jpg. In these cases the .doc tells us that the first document is a Microsoft Word document, and .jpg that it is a jpeg graphic file in the second.
The list of different file extensions is huge, and you'll often come across a strange file extension on the web, attached to an email, or amongst your computer's files. If you'd like to know what they are, do I have a site for you!
FilExt.com has to be the best place on the Web to find out about file extensions. I wouldn't try to count how many there are, but there are 51 on the 'Z' page alone! They start at with .a and finish with .zzt with a lot in between. This is a site you'll want to bookmark, and you'll find it at http://www.filext.com
WME Supported By...
Being lucky is a skill, just like any other skill. As you learn it and you practice it, you get better. You get luckier.
How do I know? Because I learned it myself - beginning from absolute zero.
Lies, Damned Lies, Statistics and Common Sense
One of my regular reads is eMarketerDaily. It runs lots of good stories, and useful stats on the eBusiness field. Useful, that is, if you're prepared to think about what's being presented. Case in point...
This week, they ran an item entitled "Better Website, Better Chance of Selling Cars". My first response? "Well,...Duh!" You WOULD expect that, wouldn't you?
The item starts, " Vividence Corporation surveyed 400 US consumers in March 2002 to find that among those who had begun shopping for a car, 94% went online and 82% visited the website of a specific automaker." Just a moment! 94% of "consumers" who began shopping for a car went online? I don't think so. I'm sure they meant to say that it was a survey of ONLINE consumers.
Given that, the statistics that were helpful, showed how the consumers' reactions varies depending on the type of online experience they had. Results of the survey showed that if the consumer had a high quality online experience at an automaker's site, 41% were likely to buy that brand. If the consumer had a poor quality experience, the percentage of those likely to buy that brand drops to 25%.
Given that the automakers are well-recognised brands, and that the consumers probably looked at brands they already knew and preferred, the survey results emphasise even more the importance of a good customer experience at your website.
New Articles Added To WME Website
The following articles have been added to the site this week...
12-Step Foolproof Sales Letter Template by David Frey.
Increase Your Click-Throughs With Killer Title Tags by Robyn Nobles
WME Supported By...
Professional Web Design Secrets the Pros Don't Want You to Know...
"Finally, a Web design course that makes total and complete sense! Web Design Mastery will quickly become the "Bible" for anyone who wants to build a website. Totally top shelf!"- Rick Beneteau
Selling can be as complicated, or as simple as you want to make it. You can write volumes about it, or reduce it to its fundamentals. Stewart Hutton, founder of Practicalsales.com has done just that. His 5-part Sales Training Course reveals the 5 Key Selling Skills can make Your Customers HAPPY to Buy from YOU!
take this, and other free training courses, visit
E-Commerce Term of the Week: CRM (Customer Relationship Management)
A business discipline designed to identify, attract, and retain a company's most valuable customers. It describes improved and increased communication between a company and its customers. First espoused in the 1960's by management gurus Peter Drucker and Theodore Levitt, CRM is intended to provide a unified, company-wide view of the customer and to cultivate high-quality relationships that increase loyalty and profits. Basically, the idea is not to let an interaction with a customer escape a firm's centralized database. The focus is on learning more about customers and using that knowledge to refine every interaction with them.
Effective CRM requires an integrated sales, marketing, and service strategy, supported by CRM software that provides profiles and histories of each interaction the company has with each customer. When managers cull this data, it helps them evaluate their progress. A comprehensive CRM strategy can anticipate needs; tailor messages, products, and services; create value; anticipate problems; and improve the customer's overall experience in dealing with the company. Welcome to 21st century business!
Have To Go
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Review: Google Toolbar
by Michael Wong
Written by Michael Wong (C) Copyright 2002. Michael is a search engine optimization specialist and author of
"Search Engine Optimization Strategies: Top 30 Search Engine Optimization & Submission Strategies For Dummies." Michael's ebook reveals the techniques he used to obtain 2,000 top 30 rankings on a single site. For more information visit